Tobacco Jordan

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Transcript of Tobacco Jordan

A Demand-Side Approach to Limit the Consumption of Tobacco Products in Jordan: Changing Attitudes Through Social Campaigning Jordan Today The Economist, Intelligence Unit, 2009 Water-Pipe 28% of college students (23% of women) smoke water pipe regularly The Social Trend Common and even encouraged in family gatherings

Considered far less harmful than other types of tobacco, and is less associated with addiction A socially alternative to cigarettes, especially for women Not associated with religion, but rather regarded as a cultural symbol and norm of historical relevance Prevalence of Smoking Helath Impact Economic Impact Cardiovascular diseases are responsible for 42% of all deaths in Jordan and cancer is responsible for 13%, lung cancer being the most prominent type In the United States, live shortened by tobacco consumption cost 97$ billion per year Each year, Jordanians spend JD250 million on tobacco products, 4% of the ocuntry's GDP! Between 1999 and 2007 water-pipe usage in the Middle East rose by 200% among women and 60% among men Helath clinics are coming across more and more cases of cardiovascular problems and smoking-related cancer. also financially burdens the health care system, as smokers at a given age are 40% more costly than nonsmokers and smoking is responsible for 15% of the economic burden on healthcare in developing countries Smokers are less productive at work, take more days off when sick and live an average of 5.23 years less than nonsmokers Existing Measures and Policies 1977 Ban Prohibits smoking in public places Prohibits public advertising by tobacco companies Tobacco Control Program:First branch under the ministry of health directly responsible for tobacco control Limitations Fines for minors purchasing tobacco Lack of enforcement Conflicting interest between Ministries Insufficient funding to carry out initiatives Governments rarely speak in one voice So? What's Being Done? Alliances with local NGOs Our strategy:Reverse Tobacco Company Advertisments Tobacco companies effectively capitalize on the symbolic and social utility of smoking, promoting a positive culture of tobacco Men Youth Women The smoking man is a masculine, smart-looking man Cigarettes in the 1920s were machine-made, "democratized" and allowed all men to be part of the middle class Smoking delieated boundaries between social categories, creating a new class of smokers: the Effendiya A prominent characteristic of the mdern cultural landscape: found in offices, restaurants and bustling streets. Smoking is a fashionable rite of passage Jordan's adolescents begin smoking by following the example of their adult role-models If you don't smoke, you feel socially excluded As they enter into their teens, Jordanian youth enter the work environment and absor the culture associated with it Rebellion and reassertion of the values of Arab culture Companies appeal to women, portraying cigarettes as liberating, "the torch of freedom" Smoking water-pipe is seen as an assertion of feminism within what is culturally acceptable How do we reverse decades of advertisemnt that have encorporated smoking into people's identity? Create a culturally-sensitive social media campaign that adopts "an image of being a nonsmoker that is attractive and that “feels” right to the individual" Use telivision, radio and the internet to open a discussion about the effects of smoking that is tailored to Jordanian perceptions of smoking: discrediting of popular myths, presentation of local statistics, and an appeal to local frameworks of family, hospitality and culture So what would this look like? ARE YOU MAN ENOUGH TO QUIT? QUITTING IS THE ULTIMATE STATEMENT IS THIS WHAT YOU WISH FORYOUR FAMILY? Implementation The mediums for advertisement are billboards and television advertisemnt Duration of campaign is six months, and will be regularly refreshed with new ideas and images Estimated budget is half a million dollars, must be earmarked by Ministry of Finance Will require coordination and commitment between Ministries Ministries need to understand that long-term consequences due to smoking outweigh short term benefits Limitation: discuss